Social media is by now no doubt deeply engrained in your online marketing strategy, and if it isn’t it should be. But social does not stand alone as an entirely new field – it’s closely linked to the older marketing staple of SEO copywriting.
SEO copywriting should inform every step of your social media content creation, particularly in light of the growing importance placed on social signals by major search engines such as Google. By combining the two elements you can create a powerful twin front that drives traffic to your site and generates conversions.
Employing keywords/ phrases in your social content
Using keywords in social media is a must. Not only are search engines paying more attention to social media, social networks such as Facebook are trying to emulate search engines in their own way. Users are using social search functions to find companies and services, and to capitalise on this fact you need to use keywords.
As with standard SEO copywriting, keywords should be used in content to indicate relevance to users’ social search queries. Before doing so it’s important to do your research and find out what terms people are searching for, and what words and phrases you can leverage to maximum effect.
Once you’ve selected some keywords you should have your SEO copywriter create content themed around them. Doing so works on two levels – it increases the chances of people finding your content, and it appeals to current trends and needs. As with any content though it’s important not to overegg the pudding – focus on readability first and keywords second.
Onsite content as a destination for social audiences
As well as serving as a marketing platform in its own right, social media is great for driving people back to content on your website. Your SEO copywriter can create content specifically for the purpose of being a landing page on your site to receive traffic from social sources.
For instance, if you run a car modification business you could create a piece entitled ‘Five top mods for your motor’ and then place it on your website. This content can then be promoted on various social platforms, including micro-blogging websites like twitter. It can also attract the attention of users on social sharing websites such as Digg and StumbleUpon.
Social signals and Google authorship
Many search engines are in the process of integrating ‘social signals’ into their ranking algorithms. What this means is that things like ‘likes’ and ‘shares’ will have an impact on where your content ranks in the search engine results pages (SERPs). All the more reason to integrate your social media and SEO copywriting strategies.
The introduction of Google Authorship meanwhile makes it possible to build an online reputation through the strength of your content, and gain further prominence in the search results. Google Authorship links content you post online to your Google+ profile, and places a thumbnail pic next to your results.
As you can see, there are many reasons for getting your SEO copywriter onboard with your social strategy, particularly in this time of blurring distinctions between social and search.